Brief Explanation

The objective was to equip distributors with promotions and marketing tools that enable them to
motivate outlets to stock Corona. The key challenge was, put simply, money. We could not
afford to outspend our competitors or create a series of events throughout the year.

The Brief

The world's biggest beer brands are fighting for share of mouth in South East Asia. Caught
somewhere in the middle is the distributor. And the distributor is ultimately the key to success. If
the distributor loves you, consumers will too.
So what does a beer brand do if it can't outspend its competitors? What does it do if it can't
afford to constantly equip the distributor with promotions and sales incentives? How does it
support the distributors and enable them to influence the outlets?

How the final design was conceived

Distributors want more than just bunting, branding and glasses. They're constantly looking for
ideas that help outlet owners draw crowds into their pubs, bars and restaurants. So what if we
gave people a reason to crack a Corona every day? And what if we gave outlets a reason to
throw a party on any given day?
The Corona Calendar and digital toolkit not only gives the audience a good reason to 'Let the world wait', but it also gives the distributor 365 promotional ideas. After all, promotions draw crowds and crowds make money.

Indication of how successful the outcome was in the market

The Corona Calendar has been enthusiastically received across the region. A total of 14
countries have adopted the idea and Corona has enjoyed an unprecedented 52.34% growth in
sales in Q1 2013, compared to sales in Q1 2012. More importantly, engagement has increased
dramatically and contact with distributors is now a daily occurrence rather than an occasional
event.

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